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This case study describes the emerging customized omnichannel loyalty solution of Marc O’Polo from a customer’s perspective. After the introduction of Marc O’Polo and their general omnichannel strategy, the loyalty program is described in detail, like Marc O’Polo for members and the mobile app, social media, direct mail and in-store capabilities. A discussion chapter closes the case study with research implications and open questions for Marc O’Polo.
Loyalty programs become more important in an omnichannel environment of fashion retail business. After the definition of customer loyalty and loyalty programs the main characteristics of omnichannel loyalty programs are described. As touchpoints of omnichannel loyalty programs mobile, social media, direct mail and in-store capabilities are detailed. A discussion chapter closes with recommendations for fashion retailers.
This case study of Breuninger aims to analyze how Breuninger adapts to the emerging omnichannel environment in fashion business. From a consumer’s perspective Breuninger and the general omnichannel strategy of Breuninger is explained, before the loyalty program of Breuninger is analyzed in detail. Key factors as the mobile app and the mobile Breuninger card, social media, direct mail and in-store capabilities are described. A discussion chapter finalizes the case.
In times of e-commerce and digitalization, new markets are opening, young companies have the possibility to grow and new perspectives arise in terms of customer relationship. Customers require more possibilities of personalization. In the same time, companies have access to new and especially more information about the customer. Seems like it was a correlation that could evolve greatly if there weren't privacy issues. Vast amount of data about consumers are collected in Big Data warehouses. These shall be analyzed via predictive analytics and customers shall be classified by algorithms like clustering models, propensity models or collaborative filtering. All these subjects are growing in importance, as they are shaping the global marketing landscape. Marketers develop together with IT scientists new ways of analyzing customer databases and benefit from more accurate segmentation methods as that have been used until now. The following paper shall provide a literature review on new methods of consumer segmentation regarding the high inflow of new information via e-commerce. It will introduce readers in the subject of predictive analytics and will discuss several predictive models. The writing of the paper is not based on own empirical researches, but shall serve as a reference text for further researches. A conclusion will complete the paper.
Like many others, fashion companies have to deal with a global and very competitive environment. Thus companies rely on accurate sales forecasts - as key success factor of an efficient supply chain management. However, forecasters have to take into account some specificities of the fashion industry. To respond to these constraints, a variety of different forecasting methods exists, including new, computer-based predictive analytics. After the evaluation of different methods, their application to the fashion industry is investigated through semi structured expert interviews. Despite several benefits predictive analytics is not yet frequently used in practice. This research does not only reflect an industry profile, but also gives important insights about the future potential and obstacles of predictive analytics.
ITMA 2015 which took place from November 12-19, 2015, in Milan/Italy showed new record results. The number of exhibitors rose in comparison to ITMA 2011 by 25% to nearly 1,700 exhibitors, and visitors and exhibition space rose by 20%. A survey by the German Textile Machinery Association (VDMA) and interviews at the fair conducted by the author showed that the exhibiting companies were highly satisfied with the quality and the number of discussions and that many new customers could be acquired. Furthermore, the VDMA survey showed that 74% of the German companies already concluded negotiations and contracts at the show. Of particular note were the transactions of the Belgian weaving machinery manufacturer Picanol, which sold hundreds of machines directly at the fair. The estimatons regarding aftersales were also expected to be good to very good. This is a very welcome development in comparison to both preceding ITMA shows.
Die Übertragung von Strukturen und Funktionen aus der Biologie in technische Produkte, Bionik, erfährt in den letzten Jahren zunehmendes Interesse. Die meisten Lebewesen sind aus faserverstärkten Strukturmaterialien aufgebaut und eignen sich daher hervorragend als Ideengeber für die Entwicklung innovativer bionischer Produkte unter Verwendung von technischen Textilien bzw. Faserverbundmaterialien. Dies wird am Beispiel verzweigter und unverzweigter Faserverbundstrukturen und von bionischen Fassadenverschattungssystemen exemplarisch gezeigt.
Die ITMA 2015 vom 12.-19. November 2015 in Mailand/Italien wartete mit neuen Rekorden auf. Die Anzahl der Aussteller stieg gegenüber der ITMA 2011 um 25% auf fast 1700 Aussteller. Besucherzahlen und Messefläche waren um 20% höher als 2011. Laut der Umfrage des VDMA sowie der Messegespräche des Autors waren die ausstellenden Firmen sehr zufrieden mit der Qualität und Anzahl der Gespräche, vor allem konnten auch viele neue Kunden gewonnen werden. Weiterhin ergab die VDMA-Umfrage, dass 74% der deutschen Firmen schon während der Messe Verträge und Verhandlungen abschlossen. Hervorzuheben ist das Messegeschäft des belgischen Webmaschinenherstellers Picanol, welcher hunderte von Webmaschinen direkt auf der Messe verkaufte. Auch die Einschätzung bzgl. des Nachmessegeschäfts wurde als gut bis sehr gut eingestuft. Dies ist eine sehr erfreuliche Entwicklung im Vergleich zu den beiden vorhergehenden ITMAs.
The focus of this work lies on teaching methods for product design to stimulate novelty within a multiple disciplinary educational context. To address this issue, the different types of multiple disciplinary approach are presented by reviewing existing literature. As the initial study involved looking at the correlation between disciplines and product features, the definition of product design and its relationship with industrial design and other adjacent domains are introduced. The structure of a newly developed interdisciplinary master in product design is presented and, within this program, an educational activity fostering creativity in heterogeneous multiple disciplinary environments is described. Inspired by the approach of industrial designers to generate creative solutions, it is conceived to help product design students to flexibly adapt the problem and the solution space together through an iterative process.
Customer needs and requirements are getting increasingly diverse and consumers more and more want to express their individuality with the products they buy. Due to the emergence of the internet and possibilities given, customers no longer only play a passive role, but are actually enabled to determine what they are purchasing. Therefore customisation or personlisation approaches like the miadidas concept from adidas, providing customised performance shoes or sneakers are more popular than ever. The prosumer concept already plays an important role trying to satisfy the demands of customers in future. As apparel for outdoor activities represents the largest and most important part of the sports good market in Germany and is yet still expected to grow, the purpose of this study is, on the one hand to identify diverse prosumer concepts existing and on the other hand to examine to what extent companies of the outdoor industry already have implemented prosumer concepts. A content analysis of homepages and online shops of 30 different European and North American outdoor brands was conducted. Results show, that companies of the outdoor industry have already implemented several prosumer concepts, but most of them are mainly concentrating on one prosumer approach and the involvement of professional users of their products.
Purpose: The purpose of this paper is to find out the influences of sustainability labels on fashion buying behaviour. Despite key information about Fair Trade is provided in all stores of the sample company, customers seem not to be aware of the Fair Trade concept. Therefore this paper aims to give recommendations for a fashion retailer in terms of elucidation about Fair Trade by answering the following research questions: Which influences do sustainability labels wield on customer´s buying behaviour? Are consumers of textile products aware of the function and backgrounds of the Fair Trade label?
Design/methodology/approach: A paper-based questionnaire was administered to 128 customers of a German fashion retailer "Adler Modemärkte AG" in four city stores from which 127 were correctly completed. Additionally an adjusted self-completion questionnaire administered to 50.000 customers online from which a total of 1.712 were correctly completed. Descriptive analysis and cross tabulations were applied to abstract the main research findings and evaluate the hypotheses.
Findings: Key findings suggest that Adler should either enhance their communication strategy regarding Fair Trade or remove Fair Trade products from the assortment, as the majority of respondents are not aware of Adlers´ Fair Trade products. The Fair Trade label could neither be identified as consumer-barrier nor sales support. Further findings revealed participants have more knowledge about Fair Trade than initially assumed.
Research limitations/implications: Majorly women aged between 56 and 75 participated in the survey. Findings are limited to geography, the target group of the fashion retailer Adler, gender, age group and the research method questionnaire.
Pultrusion of braids
(2016)
The sol-gel approach offers a new class of flame retardants with a high potential for textile applications. Pure inorganic sol-gel systems do, however, typically not provide an effect sufficient for a sel-fextinguishing behavior on its own. We therefore employed compounds with nitrogen and phosphorous containing groups. Especially the combination of compounds with both elements, using the synergism, is promising for the aim to find well-applicable, environmental friendly, halogen-free flame retardants. In our approach, the sol-gel network ensured on the one hand the link to the textile as nonflammable binder. On the other hand, the sol-gel-based networks modified with functional groups containing nitrogen groups provided flame retardancy. In this way, a flame retardant finishing for textiles could be obtained by simple finishing techniques as, e.g., padding. Besides a characterization with various flame tests (e.g., according to EN ISO 15025 e protective clothing), we used a combination of cone calorimetry, thermogravimetry coupled with infrared spectroscopy analysis and scanning electron microscopy to analyze the mechanism of flame retardancy. Thus, we could show that the main mechanism is based on the formation of a protection layer. This work provides a model system for sol-gel-based flame retardants and has the potential to show the principle feasibility of the sol-gel approach in flame retardancy of textiles. It therefore lays the groundwork for tailoring sol-gel layers from newly synthesized sol-gel precursors containing nitrogen and phosphorous groups.
Several ionic liquids are excellent solvents for cellulose. Starting from that finishing of PET fabrics with cellulose dissolved in ionic liquids like 1-ethyl 3-methyl imidazolium acetate, diethylphosphate and chloride, or the chloride of butyl-methyl imidazolium has been investigated. Finishing has been carried out from solutions of different concentrations, using microcrystalline cellulose or cotton and by employing different cross-linkers. Viscosity of solutions has been investigated for different ionic liquids,concentrations, cellulose sources, linkers and temperatures. Since ionic liquids exhibit no vapor pressure,simple pad-dry-cure processes are excluded. Before drying the ionic liquid has to be removed by a rinsing step. Accordingly rinsing with fresh ionic liquid followed by water or the direct rinsing with waterhave been tested. The amount of cellulose deposited has been investigated by gravimetry, zinc chlorideiodine test as well as reactive dyeing. Results concerning wettability, water up-take, surface resistance,wear-resistance or washing stability are presented.
Über mehrere Monate porträtierten sich Masterstudierende von drei Kontinenten gegenseitig über Skype. Mittels einer besonderen Zeichentechnik, der Blindzeichnung, sind zahlreiche Porträts entstanden, deren Wirkung im öffentlichen Raum und in sozialen Netzwerken untersucht wurden. Diese Porträts sind die Basis für künstlerische Arbeiten in allen Bereichen und Medien der Bildenden Kunst. Das Forschungsprojekt SkypeLab schafft so eine Verbindung der traditionellen künstlerischen Techniken mit aktuellen digitalen Technologien.
The purpose of this paper is to examine the relationship between the consumers’ perception of sustainability and the application of a QR-code in stores with the focus on the information searching behavior regarding sustainable aspects. An online questionnaire was conducted with fashion students at Reutlingen University: in total, 65 students participated in the survey. Paired samples t-test and other statistical analyses were applied to test research questions. Apart from this, the research paper is based on a literature review. Furthermore, the decision was taken to use a projective method in the form of a dummy fashion fTRACE website. Key findings of the survey are that participants give sustainable aspects a higher importance with a QR-code than without one. Participants who prefer a product with detailed information experience a “positive shopping feeling” when provided with transparency via a QR-code. “Origin”, “production” and “quality” were rated of higher importance by those participants. These findings suggest that, transparency provided through the application of a QR-Code in stores influences the consumers’ perception of sustainability. Due to the small sample size of participants (65) in the study, findings of this research not generalizable to a larger population. This paper focused on the consumers’ information searching behavior regarding sustainable aspects, limiting its findings to impacts on perception of sustainability. Further research is therefore recommended.